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Indian denim brand Numero Uno to launch innerwear range
Apr '12
Mr. Badal Chaudhary
Mr. Badal Chaudhary
Numero Uno, an indigenously manufactured denim label, is planning to add innerwear to its portfolio to get a pie of the large market for branded innerwear in India.

Established in 1987, Numero Uno has over the years grown into a dynamic brand, especially attracting the youth. The label combines innovative fabrics, affordable pricing, and international trends to offer a complete denim and causal product range.

The company that initially manufactured jeans for men, slowly diversified into jeans for women and subsequently into complete wardrobes for men and women. After successfully venturing into production of sweaters a few years ago, the company now plans to add innerwear range to its portfolio of items.

Speaking to fibre2fashion, Mr. Badal Chaudhary, CEO of Numero Uno Clothing, said, “We are venturing into manufacturing of innerwear. Brand extension is one obvious reason. Besides this, as per our research, the branded innerwear market has a potential to grow to the tune of Rs. 15 billion. We want to explore the possibility of sharing this market.”

Talking about the target group for Numero Uno brand, he says, “Our target group is generally male, especially students and junior executive level professionals, graduates, mostly unmarried with annual income of Rs. 150,000 to 300,000 and largely owning two wheelers.”

Briefing about the brand's current retail presence and expansion plans, he avers, “Numero Uno has current retail presence at over 150 exclusive brand outlets (EBOs) and more than 300 multi-brand outlets (MBOs) and large format stores like Shoppers Stop. We have a strong presence in North India and are now planning to expand in eastern and central parts of India.”

Numero Uno is in its silver jubilee year by a simple virtue of affording avante garde fashion with befitting quality. We take great pride in our innate design and development strength and have tremendous faith in our discerning ability. We are sure to deliver innovative products that give wider choice to the consumers,” he concludes.

Fibre2fashion News Desk - India

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